Anatomy of an Identity
An identity graph consists of 3 main parts: Terrestrial, Device and Digital Identity. Each of these parts encompasses a specific set of identity attributes.
With today’s numerous touchpoints across online and offline channels and media, there are simply too many options to manually optimize interactions with your digital marketing initiatives one by one.
The only way to achieve the true potential of experience optimization is with significant automation, using the right model and the right data. When automating an optimization program, we break the process down into five key phases.
As you automate these phases of digital marketing optimization, information such as workflows, analytics and foundational data is continually flowing through the program and the decision engine is taking all of these things into account to deliver the right offer, message and treatment to the right device at the right time. Then the optimization process continues as more data about that experience is fed back into the program. Resulting in a personalized and optimized experience for the customer.